Conor Begley’s Post

June 🔢 's just dropped. Who in beauty crushed June 🔥 💇♀️ Sheamoisture +128% EMV YoY, Hair Rank #14 from #45 💇♀️ Shark (Haircare) +214%, #20 from #74 💇♀️ Tresemme +175%, #32 from #79 💇♀️ Hairitage by mindy +168%, #35 from #81 💇♀️ TPH by taraji + 975%, #36 from #97 💇♀️ Divi +291%, #46 from #94 💇♀️ As I am +268%, #57 from #96 💄 Huda +86% EMV YoY, Makeup Rank #4 from #15 💄 Milk +89%, #12 from #20 💄 Armani + 93%, #17 from #27 💄 SAIE 85%, #19 from #28 💄 Patrick Ta Beauty +152%, #25 from #45 💄 Tower 28 +97%, #28 from #39 💄 DIBS +215%, #37 from #84 💧 Rhode +304% EMV YoY, Skin Rank #1 from #7 💧 Fenty Skin, +122%, #15 from #31 💧 Clarins +148%, #17 from #56 💧 Clinique + 242%, #27 from #81 💧 Beekman +132%, #37 from #77 💧 Hero Cosmetics +151%, #49 from #90 🌺 Kayali +124% EMV YoY, Fragrance Rank #2 from #5 🌺 Phlur +190%, #4 from #20 🌺 Creed +106%, #7 from #16 🌺 Balmain +149%, #23 from #40 Congrats to everyone on an amazing month!! *YoY growth numbers for June. Based on EMV generated by influencers. CreatorIQ data.

Today is the day that we let the ambitions of CreatorIQ be known 📈 🚀 Over the last 6 months, we went through an intensive process to find the right leader to take us to the next level. ❗Today, we announce Chris Harrington as our new CEO❗ ---- A few stats about Chris: 🚀 He joined Omniture at $3M in revenue, grew it 140X+ in 7 years to $500M, took them public, and sold them to Adobe for $1.8B as President. 🚀 After that, he joined DOMO pre-revenue, helped them raise $700M in capital, achieve $100M+ in ARR, and took them public. 🚀 His wife is a creator (cool!) with over 130K fans on Instagram and his daughter runs a store where half the revenue comes from Tiktok. ---- I can’t wait to introduce him to our community and everything that we are building. There isn’t a better fit on planet earth for this job. Excited to take this thing to the moon!! 🌙

Be inevitable. ✍ Definition - certain to happen; unavoidable. When we hit our first life and death circumstance as a business, I told my co-founder that I was going to drag Tribe kicking and screaming into existence whether it wanted to exist or not. As I've gotten more experience and become close with other entrepreneurs like: Ashton Wall, Colourpop/Gatemaker Amy Liu, Tower28 Alicia Yoon, Peaches and Lily Amelia Soohoo, Colourpop/Gatemaker Anastasia Soare, Anastasia Beverly Hills Brad Schultz, Beatbox Brian Sugar, Popsugar Christine Chang, Glow Recipe Cristina Nuñez, TBV Dan Reich, Tula/DIBS David Jones, Brandtech Danessa Myricks Dr. Jason Wersland, Therabody Gregory Galant, Muckrack Igor Vaks, CreatorIQ Jake Danehy, Fair Harbor Joe Cloyes, Youth to the People Jon Brelig, Numerator Jon Namnath, Tribe Dynamics Jordynn Wynn, Insert Name Here Josie Maran Julian Reis, Super Ordinary Ju Rhyu, Hero Cosmetics Kevin Gould, Insert Name Here/Glamnetic Greg Gonzalez, Youth to the People Marianna Hewitt, Summer Fridays Melanie Bender, Rhode Mehdi Mehdi, Rare Beauty Michel Brousset, Waldencast Moiz Ali, Native Preston 🩳 Rutherford, Chubbies Rich Gersten, TBV Sarah Gibson Tuttle, Olive and June Sarah Lee, Glow Recipe Thomas Rankin, Dash Hudson Ziad Ahmed, JUV I've realized that this mindset is largely what separates success and failure. Sheer force of will is far more important than getting every detail right. —- 💬 Quotes from a couple good friends this week "He didn't change the Influencer game, he created it, and is someone you should know." "When you are invested and excited in what you do, you are unstoppable. That’s it. That’s the thought.” Be unstoppable. Be inevitable. 👊

🔥 Excited to share the latest on the top fashion movers of 2024! From Gymshark to Louis Vuitton, these brands are on fire thanks to powerful influencer partnerships. Check out who’s leading the pack! 🚀 #FashionTrends #InfluencerMarketing #2024Fashion

🏃♀️ 🥗 Have you grown 20,000% since 2019? Me neither... Life is good if you're AG1. And it is hitting the bottom line for Athletic Greens. Most recently valued at $1.2B in 2022 with over 200% revenue growth that year 💰. Just look at these EMV figures: 2019: $0.5M EMV 2020: $4M 2021: $13M 2022: $55M 🤯 2023: $79M ----- 🚗 Under the hood (last 12 months) 3.7k Creators 21k Posts (57 posts a day) $76M EMV 16M Engagements (likes, comments, shares) 598M Impressions Despite comprising just 11% of AG1’s community, creators over 1M followers accounted for 45% of the brand’s EMV total last year. ----- OBSERVATIONS 🏃♀️ 🥗 Exciting Giveaways Giveaway posts from creators dominated Athletic Greens’ top EMV-driving content (nearly all of the brand’s top 10 posts were giveaways). The efficacy of giveaways can often be overlooked. These types of contests not only drum up excitement and engagement among a creator’s followers, but also help expose the brand to a wider audience. This strategy certainly proved effective for AG1! 🏃♀️ 🥗 Key Partners #AG1Partner was the brand's No. 1 hashtag pulling in $14M EMV across 5k posts from 775 creators (last 12 months). Enter the Kelce brothers. AG1 served as an official sponsor of Travis and Jason’s New Heights podcast, and enjoyed consistent shoutouts throughout the year. 🎙 Podcasts are a huge part of their strategy and I’d bet that particular podcast hasn't hurt….right Swifties? New Heights generated $1.9M EMV across 18 posts as Athletic Greens’ second-top earner. 🏃♀️ 🥗 Instagram and Youtube led Instagram proved to be Athletic Green’s top-earning platform, pulling in $46M EMV over the last 12 months, followed by YouTube’s $29M. Notably, unlike most other brands, Athletic Greens does not appear to be prioritizing a TikTok strategy. Just $0.7M of AG1’s EMV total came from TikTok content, marking a 68% YoY decline. While TikTok can be an incredible awareness tool for some brands, AG1 clearly knows where its audience is, and has decided to focus its effort on those key channels, which has worked well for them so far.

There’s no escaping AI 🤖 .... But there’s no replacing human-to-human connection! ❤️🤝 👨❤️👨 👊 ________ With the rise of AI creators—as in, creators that are 100% virtual (yes, those exist now!)—the human elements that make creator marketing so effective should remain top of mind. But, like me, you may be curious about the efficacy of these AI creators. ❓Can they inspire the same emotional bond as human creators ❓Can brands expect the same results as from campaigns with human creators ---- Lucky for you, we’ve recently done a deep dive on this topic. Here’s what the research said: 💡 Virtual influencers tend to have significantly lower engagement rates than their human counterparts. EXAMPLE - Lil Miquela, one of today’s most prominent AI influencers w/2.5 MILLION followers on IG) partnered with BMW on the all electric iX2 - Topline metrics were good (1.5M impressions, $169k EMV, 7 posts), but engagement rate paled. - Lil Miquela averaged a 0.6% Engagement Rate across her posts, relative to BMW creators’ 3.6% average. 6X more!! ---- EXAMPLE 2 💡 Perhaps a bit ironic, but the more human-like an AI influencer, the more they tend to resonate with human audiences. The more closely that AI content is able to mimic human content, either with lifelike faces and poses, eye-catching outfits, or both, the more successful the content. This is the case of deceivingly humanlike AI creator Aitana. --- 💡AI creators do not outperform human creators—for now. While there will undoubtedly be further advancements in this area, at present, human creators still reign supreme. The emotional connection ❤️ human creators have with their followers is a tough thing to replicate, and I think it will take some time before AI influencers crack the code.